Michael J Benkusky's Golf Design Blog

 Elmcrest Country Club's Golf Learning Center 

Last week I had the opportunity to visit Elmcrest CC in Cedar Rapids and use their new indoor golf learning center.  I must say that this is a state of the art facility that opens the door for additional club use and revenue throughout the winter.  Here’s what they have to offer the members.

Three simulator bays are always in use.  Not a bad way to spend a winter day.

The golf learning center contains everything you need to continue to work on your golf game in the winter months.  The facility offers a large netted area that you can use to hit shots or the staff uses to provide lessons, a putting area, and three golf simulators.  By combining the learning center with the pool the club uses existing buildings that are now open all year.  Therefore, there is no additional expense of having a separate building.  This building is already equipped with food service in order to provide the members with drinks and snacks while using the facility.  Did I mention there are numerous TV’s to show all your favorite sports.

The lesson area allows the pros to continue to work with the members on their game year round.  By utilizing computers and video they can track a players progression and keep them moving in the right direction.  The pro had just finished up a lesson when I arrived.  However, the key component of the facility is the simulators.

These simulators are the most up to date that the market has to offer and they are heavily used.  During my tour they mentioned that they are booked up 80% of the time.  The way they operate is by providing a two hour slot for your use.  Once you know how the simulators work, a group of four can get in eighteen holes of golf in that time.  You can also use the simulator as a driving range to practice your game.

The club not only uses these for open golf, but also provides leagues and tournaments.  However, where I see the biggest upside may be for the junior golfer and the beginner.  For this group, let’s face it, the simulator is a full size video game.  But unlike the Tiger Woods video game for the Wii, Xbox, or Ps3, you get to swing real clubs and hit real golf balls here.  So with the simulators you get to have fun and learn by doing it, without having to look for your ball or worry about slowing down the group behind you.  Once the season starts they are ahead of game for getting out on the course.

The junior program is big at Elmcrest.

As I mentioned, these simulator are high tech.  When you swing you first get to see where your shot ends up on the course.  Then the screen reveals the technical data behind the shot.  This includes your swing speed, spin rate of the ball, clubhead position, and the carry distance, plus a few other stats.  These are displayed whether you are playing a course or using it as a practice range so you can always see what you are doing right, or what you are doing wrong.

Finally, this facility is not only about bringing more value to the club’s members, but also about additional sources of revenue for the club.  The club charges members a $299 fee for full use the learning center, which is basically the same amount clubs charge for range privileges during the summer months.  You could also pay on a per use basis, but once you try it you'll want to keep coming back.  The center also works to bring members out the club during the winter, which increases food and beverage sales.  It’s all about providing value to members and keeping the club moving forward.  I’ve already had conversations with existing and potential clients about implementing this type of facility at their club.  I can’t see a better way to get through the winter blues.